Marketing Coordinator
As the Marketing Coordinator for Formula Brands Inc. I worked on multimedia projects for international brands such as Betty Crocker, Pillsbury, Popflix, and more. These projects included over 30 commercials, multiple package designs for appliances, social media marketing for several brands, as well as developing the logos for a new appliance "Stixx" and company "from Scratch".
To Make The Brand Pop
My goal as the marketing coordinator was to successfully launch and schedule marketing content for the various brands that Formula Brands handled
A Fun Hub for Educational Games
By the end of the two-month long internship we had successfully developed a website that introduced Spatial Reasoning Games, explained the center's goals, and gave a preview for each of the three educational games.
The website has a total of six main pages. Three pages are focused on the University of Bremen and the Spatial Reasoning & Cognition Center, and the other three on the games, one page per game.
The website for Spatial Reasoning Games has continued to be updated by the internship program at the University of Bremen, however a live preview of the site at the time we had launched it can be found below.
BRANDING
I revitalized several well-established brands to fit social media as well as personally design several brand concepts including "Stixx" and "Scratch"
VIDEOS
I created over 30 online commercials for the brands Betty Crocker, Popflix, Stixx, and Pillsbury to highlight their appliances and related products.
MARKETPLACES
I learned the techniques of online marketplaces including Amazon and Walmart from SEO research, to deals, coupons and promotions.
A Refreshing Revision from Retro
The main licensed or owned brands that I was responsible for working on mostly shared one theme in common - a retro aesthetic. Some of the brands - such as Betty Crocker - were a household name that had generations already familiar with it. I kept this fact in mind during my planning for the content I would be creating.
Although I did want a sleek and modern approach to the videos and photography behind the products (a big inspiration being the "Tasty" channel of recipe videos on YouTube), I still wanted the videos to have some "home" feel to them. Each of the videos I filmed had a specific choice of backgrounds, countertops, lighting & editing meant to reflect this new approach.
The social media required a similar cautious and well-planned take. The Betty Crocker posts had an updated modern approach, whereas the Popflix social media pushed for a retro "atomic-era" style to match the appliance design.
All of this branding information - from the filming setups to the fonts used - was recorded in a set of brand guideline documents. Every finished asset - including commercials, logos, banners posts, or miscellaneous designs, including all raw and working files - was stored in a safe cloud drive that was accessible to members of the company that required access - including international teams.
A Venerable Variety of Videos
During my time with Formula Brands it was a primary goal of mine to create a line of commercials for several sets of appliances. The majority of these appliances fell under the Betty Crocker license, with several others such as Popflix and Scratch. Over the course of the six months I worked on video content I was able to create 30 full commercials for individual appliances, and over 20 recipe videos. This content was used for a mix of purposes, from online advertising on Google, Amazon, and other sources, to our company's own social media channels and online marketplaces.
All of these videos and commercials were created following this process:
- Complete and approve storyboard, shot-list, budget, and list of equipment, food, and actors needed
- Record and edit rough video on phone using Adobe Rush to showcase the ideas of the commercial to the producers
- Film all shots using a Canon DSLR Camera and Westcott Lighting in shot-list order to maximize effiency
- Create rough cut of commercial in Adobe Premiere Pro, approve with superiors, then import into Adobe After Effects
- Create motion graphics and effects to the video using Adobe After Effects
- Sort through highlights of completed commercial as well as the RAW photos and videos to collect prime content for marketplaces
- Approve all content
- Send the completed commercial and additional content to all necessary parties
My equipment for these videos included:
- Canon EOS 6D MK II and various "Red Line" Canon lenses to record photo and video
- Westcott Rosenbaum Solix LED Lights for adjustable lighting
- Manfrotto 055xProB Tripod & 327RC2 Ball Head to allow for fluid motions and a variety of angles when recording
- A mix of backgrounds, countertops and additional lighting equipment (umbrellas, soft boxes, etc.)
All of my video content - including the commercials and recipe videos created for Formula Brands - can be found on my YouTube channel.
Mastering the Methods of Marketplaces
Along with content creation and branding, I also began learning and taking over the online marketplaces for several of the brands licensed or owned by Formula Brands. These brands included Betty Crocker, Pillsbury, Popflix, and Scratch.
My responsibilities were to create the listings for individual products on several marketplaces, and ensure that each listing had full optimization. This meant researching keywords and search terms found on Google and Amazon, and using that information within the product listings to increase its relevance. I also worked on the content and visuals for the products and advertising to help increase sales.
The marketplaces I worked on were:
- Walmart (Canada & USA)
- Amazon (Canada & USA)
- Etsy (Canada)